Fluide — chocolate from Europe. An effective solution for a brand operating in a highly competitive marketIn the framework of a long-term partnership with ORKLA Group, one of the leaders of the Russian confectionary market, KIAN fulfilled the design and launch of a large-scale project. The project concerned a new and strategically important brand for the ORKLA Group which would enable the company to succeed in the attractive and highly-profitable segment of boxed confectionary. TASKMarket analyses revealed that the conditions for introducing a new brand to the upper-mainstream segment were highly favorable, since in this category there were either producers lacking a ‘bright’ brand with a memorable image, or once-popular brands that had lost their value in the eyes of the consumer for various reasons. The basis of the project was to create a fashionable product and a fashion for its consumption. SOLUTIONThe positioning of the new brand has in its essence the idea of dreaming of Europe and the striving towards having the European style of life, here in Russia. One of the main advantages that the new brand has over its competitors is the fact that it has a visual and emotional resonance more in keeping with the premium segment of the market, despite that the price point is not higher than other brands belonging to the upper mainstream category.The product line of the brand is presented in two formats, satisfying the key motives for the consumer of boxed confectionary: a classic collection aimed at the consumer who intends to buy the product as a gift for official or unofficial occasions, and a collection of confectionary in compact, elegant boxes for the individual consumer. KIAN implemented the full brand design, including the devising of the positional strategy, naming concept, packaging design, indoor and outdoor advertising communications, BTL-promotions, and the comprehensive design of an internet communication strategy for the brand. The name devised by KIAN for the new brand was “Fluide”, which embodies the brand idea, encapsulating the spellbinding soul of Europe. The form of packaging utilized for the Fluide brand is unique and acquaintance with the brand becomes a real celebration, in a similar way to receiving a card from a close friend in Europe. The visual concept was designed in such a way as to show a light and airy image. Illustrations depicting European scenery and landscape help to create the right mood, and also serve to simplify the navigation process across the product line.An important part of the communication process of introducing the brand to market was the design of a promotional web-site. The 1st of March 2011 heralded the beginning of the online advertising campaign, and the site, which had been designed with interactive functions, played an important role, allowing the user to send congratulations to their close ones together with a personalized card featuring a topical spring-time motif. Video:Creativity — Nebo agencyProduction — Savage Production
